1
Influence Me SeriesFocus on Influencers’
RoleInfluence Me 2016For internal use only.
Not to be published!
2
Data collection: CAWI interviews
Data collection period: April 2016
Target: online users, living in urban areas, aged 18-55
Methodology
3
Summary3 out of 4 urban online users consider online content their main information source. Just 1 out of 4 online users inform from only one source or would say that they have one main information source that they enrich with other sources too.12% of the online urban users that inform online do not do this using Romanian websites.
60% of the online investigated population follows professionals, followed by 42% that follows regular people and 19% that follows celebrities. Out of them, professionals are most frequently followed.
Professionals attract both men and women, with medium-high education, aged 25-44 or more, with above average monthly personal income and more likely married.Most frequently followed professionals are: medical experts, specialists in IT/ software/ gaming or media pros. 3 out of 10 people that follow professionals also follow content from regular people. They are being discovered on Facebook, blogs, TV and online newspapers/ magazines and their influence is based on being: well & correctly informed, experts in their domains and by trying out new things. Growing through work and personal effort adds to the trust their followers have in their content.Although they are active in specific areas, Professionals can deliver useful information on other topics too, like: food/ recipes, health/ nutrition, mobile phones/tablets, travelling, it/ software/ programing, news/ events , TV, electronics, medical services, financial institutions, telecom or games. They are the most flexible influencer, being able to deliver useful content on such a large range of topics. Professionals’ role is to keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they especially support them in their professional development.Their most attractive type of content consists of: articles, product comparisons, comments and discussions among followers. They manifest their influence on the following channels: Facebook, blogs, online newspapers, news portals or magazines, where their content is being read daily or every couple of days.
4
SummaryWhen it comes to regular people online, those with the most followers are regular people interested in travelling and free time, those that write about their life and persons interested in cooking and recipes. Persons that follow regular people online are more likely to read content from more sources, compared to followers of others influencers.
Regular people’s audience consists of: men and women, with medium and high education, aged 35+, with no income or average monthly income, not working, most probably taking care of the kids in the house.
Regular people attract their audience on Facebook and blogs. Other channels with good affinity that increase their numbers of followers are Instagram, direct google search, forums and WOM recommendations. While regular people are also well and correctly informed and try new things, like professionals do, they stand out for their followers exactly for being regular/ common people, like their followers, and for being original.
They deliver useful content in areas like: travelling, food/ recipes, health/ nutrition, mobile phones/ tablets or fashion and their role is to keep their followers updated with their interests, inspire them to try new things, help them choose better suited products and least but not last entertain them and encourage their hobbies. They are most influential on Facebook, blogs and YouTube and their most attractive type of content consists of: articles, product comparisons, comments and discussions among followers. Their content is read daily or almost daily.
5
SummarySingers, TV hosts and actors are among the most influential celebrities’ typologies. 52% of those following celebrities online go first and foremost after content from singers. Unlike the online users following other type of influencers, those that follow primarily celebrities are more likely to declare themselves happy informing from only one source. For online followers of celebrities professionals are their second choice, indicating that this audience looks for content from influencers with a certain social status. Celebrities’ online audience consists of: men, with medium to high education. They are aged 18-34, don’t work or have low personal income, partly because they are still learning, and are more likely still single.
Channels that help celebrities being discovered and followed are a mix between traditional media and online: TV, Facebook, blogs and Radio. They are first and foremost followed because they are entertaining. They are funny, look good and it’s a pleasure to watch them. They have interesting life stories, of which they start speaking on TV and continue speaking about it online, keeping their followers updated with the celebrities’ life, controversies and “spicy” details. Fashion is the first topic for which celebrities deliver useful information. Their content is also found useful when relating to topics like: food/ recipes, travelling and health/ nutrition.
Celebrities’ role is to determine their followers to try new things, help them stay updated with their interests and entertain them. They influence their followers through: Facebook, blogs, YouTube, online magazines and newspapers and Instagram. The type of content they generate best is more likely visual, like: photos or video and secondary product comparisons and articles. Celebrities’ content is the most likely to be followed several times per day, probably because their preferred content type doesn’t require so much time investment, photos and videos allow a higher posting frequency.
6
21% - Printed media
22% - Radio
33% - Experts
49% - TV
61% - Friends, relatives, colleagues
93% - Online
93% of the online users inform online, 61% inform from friends/ relatives and 49% from tv.
For 75% of the online users the internet is the main source of information for products/ services and interests.
Online
TV
Friends, relatives, colleagues
Experts
Printed media
Radio
None
75%
9%
8%
6%
1%
1%
0%
ALL Sources of information
7
5%
23%
72%Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources
72% of the urban online users inform from the very beginning from multiple sources
12% - Don’t inform from Romanian digital sources
19% - Celebrities
42% - Regular people
60% - Professionals
Professionals
Regular persons
Celebrities
62%
27%
11%
Professionals and regular people are among most followed persons on the internet. 12% inform online, but not from .ro sources. 62% of the Romanian online users follow most frequently professionals.
Which of the following types of persons do you read/ follow online?
Out of these persons, which one do you especially read/ follow online?
8
Professionals Regular people Celebrities
GenderMen 49% 50% 55%Women 51% 50% 45%
EducationLow 2% 1% 3%Medium 33% 35% 37%High 64% 64% 60%
Working statusActive 75% 70% 72%Not working 25% 30% 28%
Age
18-24 y.o. 18% 18% 24%25-34 y.o. 36% 29% 40%35-44 y.o. 25% 29% 23%45-54 y.o. 22% 24% 13%
Monthly personal income
No own income 13% 18% 17%< 1500 RON 43% 41% 47%1501-2000 RON 15% 18% 14%
2001-3000 RON 17% 14% 12%
> 3000 RON 11% 9% 11%
Marital statusSingle 27% 24% 35%Married 49% 52% 39%In a relationship 24% 24% 26%
Kids under 14 y.o. In the HH
Yes 31% 35% 25%No 69% 65% 75%
Professionals attract both men and women, with medium-high education, aged 25-44 or more, with monthly personal income above average, more likely to be married.
Regular people’s audience consists of: men and women, with medium and high education, aged 35+, with no income or average monthly income, not working, most probably taking care of the kids in the house.
Celebrities’ online audience consists of: men, with medium to High education, partly because they are still learning. They are aged 18-34, don’t work or have low personal income and are more likely still single.
9
Faceb
ook
Blog
s TV
Onli
ne ne
wspap
er/ m
agaz
ine
On line
ads
Radio
Traditio
nal p
rinted
med
ia
Insta
gram
Other s
ource
s0%
20%
40%
60%
80%
100%
Influencers are being discovered on …
Professionals Regular people Celebrities
Professionals benefit from exposure on Facebook, blogs and TV, but also from being present in online print. TV, Facebook, blogs and Radio are the channels that help celebrities being discovered and followed. While Facebook is a good lunching point for all types of influencers, it serves best regular people. Who, besides Facebook, get to be known also through blogs.
10
Well informed
Correct informed
Are experts in their domain
Try new things
Trust what they say/ write
They grew through work and effort
Are original
Can frequently recommend products and services
Are authentic
Promote only the things they believe in
Follow the latest trends
Frequently test products and services
Support social causes
Have talent for writing
Write interesting life stories
Have a big followers community
Persons like meFollowed them on TV, where they said interesting
stuffAre funny
Have TV shows and in online they complete the info from these shows
Provide info that starts debates
Are entertaining
Keep me connected with celebrities' life
Have a small, but active community
Look good, it's a pleasure to follow them
Provide controversial information
Provide info on their personal life in online
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
CelebritiesRegular peopleProfessionals
Professionals manage to influence their followers by being: well & correctly informed, experts in their domains and by trying out new things. Their followers also appreciate that they grew through work and personal effort and trust their content.
While regular people are also well and correctly informed and try new things, they stand out for their followers exactly for being regular/ common people, like their followers, and for being original. Celebrities are first and foremost entertaining. They are funny, look good and it’s a pleasure to watch them. They have interesting life stories, of which they speak on TV, but also online, keeping their followers updated with the celebrities’ life, controversies and “spicy” details.
11
Food,
recip
es
Mobile
phon
es, ta
blets
Health
/ nutr
ition
Trave
lling
IT / s
oftwar
e / pr
ogra
ming
News/
Events
TV, elec
tronic
s
Applia
nces
Medica
l ser
vices
Financ
ial in
stitut
ions
Inter
ior de
sign
Kids &
their
educ
ation
Art &cu
lture
Fashio
n
Teleco
m
Games
0%10%20%30%40%50%60%70%80%90%
100%
Areas for which they deliver useful information…
Professionals Regular people Celebrities
Food/ recipes, health/ nutrition and travelling are top Subjects on which all types of influencers can deliver useful content. Besides these areas, professionals also deliver useful information on topics like: mobile phones, tablets, IT/ software/ programming, news, TV/ electronics and services, while celebrities are best on delivering useful content related to fashion.
12
Stay updated with their interests
Inspire to try new things
Help choose suited products
Support their professional development
Support in understanding how products work
Encourage their hobbies
Inform me about my interests
Help me discover info I can later on share to others
Give me a new perspective on the subjects that matter
Entertain me
Help to understand day to day events
Help select accurate daily news
Support developing online connections
Actively support the causes I care for
Offer me content for my blog/ Facebook page/ etc.
0% 20% 40% 60% 80% 100%
CelebritiesRegular peopleProfessionals
Professionals keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they especially support them with their professional development.
Regular people also keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they also entertain them and encourage their hobbies.
Celebrities inspire their followers to try new things, help them stay updated with their interests and entertain them.
13
Blogs
Online newspapers
Online news portals
Online magazines
YouTube
Forums
Google plus
0% 20% 40% 60% 80% 100%
Channels
Celebrities RP
Professionals
Articles
Product comparisons
Comments
Discussions among followers
Videos
Photos
Graphics
Questionnaires
Tests
0% 20%
40%
60%
80%
100%
ContentProfessionals can reach their followers through articles, product comparisons, comments and discussions among followers on Facebook, blogs, online newspapers, news portals or magazines.
Regular people activate best on Facebook, blogs, YouTube through articles, product comparisons, comments and discussions among followers.
While celebrities influence more through Facebook, blogs, YouTube, online magazines and newspapers. Instagram is also a good channel for them. They type of content they generate best is visual: photos or video, followed by product comparisons.
14
Professionals
Regular people
Celebrities
9%
9%
15%
33%
34%
34%
29%
24%
24%
8%
7%
5%
14%
15%
17%
6%
11%
5%
Frequency
Several times / day Daily Every 2-3 days Every 4-5 days Weekly Less than weekly
Professionals and regular people’s content is being followed daily or every couple of days. While celebrities’ content is being more frequently followed. Celebrities’ content is the most likely to be followed several times per day. This increased frequency depends most probably on the type of content every influencer posts and the time required for preparations. Celebrities are likely to post content more frequently, since the type of content they post is made out of photos or Videos.
16
%Aff. vs. all urban
online users, aged 18-54
GenderMen 49% 98Women 51% 102
EducationLow 2% 119Medium 33% 100High 64% 100
Working statusActive 75% 101Not working 25% 96
Age
18-24 y.o. 18% 9925-34 y.o. 36% 10535-44 y.o. 25% 9345-54 y.o. 22% 103
Monthly personal income
No own income 13% 94< 1500 RON 43% 1001501-2000 RON 15% 952001-3000 RON 17% 107> 3000 RON 11% 105
Marital statusSingle 27% 101Married 49% 100In a relationship 24% 99
Kids under 14 y.o. In the HH
Yes 31% 98No 69% 101
Professionals attract both men and women, with medium-high education, aged 25-44 or more, with monthly personal income above average.
17
Facebook, blogs and Tv help online professionals become known and followed. Other methods with high affinity of becoming a followed professional are writing for online newspapers/ magazines or through online ads.
Facebook Blogs TV online newspaper/ magazine
online ads the Radio printed media
Instagram Other sources
0%10%20%30%40%50%60%70%80%90%
100%
0
20
40
60
80
100
120
140
55%47% 45%
30%
19%13% 13%
5% 4%
110 10594
122 118
81
104 100
83
Professionals attract followers on…
18
Professionals most likely to be followed are: medical experts, professionals working in it/ software/ gaming, working in media or as journalists. medical experts, professionals working in it/ software/ gaming are more frequently followed.
Others
Management personnel
Businessmen
Journalists
Media professionals
Professionals from IT/ software/ gaming/ etc.
Medical experts
2%
27%
28%
32%
38%
56%
59%
All online professional sources they follow
1%7%
8%
8%
12%
36%
28%
Most frequent professional source they follow
Medical experts
Professionals from IT/ software/ gaming/ etc.
Media professionals
Journalists
Businessmen
Management personnel
Others
19
4%
25%
70%
Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources
Content should be spread among more online sources, as professionals’ followers read content from various sources, more likely also from regular people.
14% - Celebrities
29% - Regular people
92% - Professionals
5%
23%
72%
All
20
Games
Telecom
Fashion
Art &culture
Kids & their education
Interior design
Financial institutions
Medical services
Appliances
TV, electronics
News/ Events
IT / software / programing
Travelling
Health/ nutrition
Mobile phones, tablets
Food, recipes
0% 20% 40% 60% 80% 100%
0 20 40 60 80 100 120 140
21%
23%
28%
29%
29%
31%
32%
35%
36%
38%
39%
41%
47%
48%
48%
49%
113
114
86
107
105
104
124
117
106
112
114
126
98
104
110
99
Aff. vs. All
Inform from Professionals
Although they are active in specific areas, Professionals can deliver useful information on other topics too, like: Food/ recipes, health/
nutrition Mobile phones, tablets Travelling. IT/ software/ programing News/ events TV, electronics Medical services Financial institutions Telecom Games
21
Professionals are being followed because of: the quality of the information, being recognized as experts for their domain, keeping up with the novelty, having a high credibility level and becoming an expert though their own effort. Being on TV helps too.
Well
infor
med
Correc
t infor
med
Are ex
perts
in th
eir do
main
Try ne
w thing
s
Trust w
hat th
ey sa
y/ write
They g
rew th
rough
work
and e
ffort
Are ori
ginal
Can fre
quen
tly re
commen
d prod
ucts
and s
ervice
s
Are au
thenti
c
Promote
only
the th
ings t
hey b
eliev
e in
Follow
the l
atest
trend
s
Freque
ntly t
est p
roduc
ts an
d serv
ices
Suppo
rt soc
ial ca
uses
Have t
alent
for w
riting
Write
inter
estin
g life
stori
es
Have a
big f
ollow
ers co
mmunity
Person
s like
me
Follow
ed th
em on
TV, whe
re the
y said
inter
estin
g stuf
f
Are fun
ny
Have T
V show
s and
comple
te the
info
onlin
e0%
10%20%30%40%50%60%70%80%90%
100%
0
20
40
60
80
100
120
90% 88%78% 74% 74% 73%
67% 66% 66%61% 59% 57% 54% 54% 50% 50% 50% 48% 45% 45%
105 105 109101
108 104 99107 102 103 106 103 105 101
95104
94
110
90
111Very important & important reasons to follow professionals…
22
Offer me content for my blog/ Facebook page/ etc.
Actively support the causes I care for
Support developing online connections
Help select accurate daily news
Help to understand day to day events
Entertain me
Give me a new perspective on the subjects that matter
Help me discover info I can later on share to others
Inform me about my interests
Encourage their hobbies
Support in understanding how products work
Support their professional development
Help choose proper products
Inspire to try new things
Stay updated with their interests
0% 20% 40% 60% 80% 100%
0 20 40 60 80 100 120 140
14%
16%
19%
30%
33%
34%
34%
35%
35%
39%
50%
52%
54%
55%
64%
106
113
109
120
110
88
109
107
101
99
107
118
105
98
101
Aff. vs. AllProfessionals
Following mostly Professionals helps online users to stay updated with their interests, be inspired to try new things and choose better suited products.
Professionals have high affinity for delivering support for professional development, actively supporting social causes and for helping online users better understand and select daily news.
23
Although professionals are mostly being followed on: Facebook, blogs and online newspapers, they have high affinity for also being followed on: online news portals, Pinterest, or Twitter. Professionals’ posts are being followed daily or almost daily.
Faceb
ook
Blogs
Online
newsp
apers
Online
news p
ortals
Online
mag
azine
s
You
Tube
Forums
Goo
gle pl
us
Pint
erest
Insta
gram
Sna
pcha
t V
ine0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
20
40
60
80
100
120
66% 62%
41% 41% 39%34% 33%
9% 8% 8% 6%1% 1%
97103 107 111 108
93104 108
114
75
112 108
93
Professionals are being followed on…
Follow Professionals All
9% 9%
33% 34%
29% 27%
8% 7%
14% 15%
6% 7%
Read Professionals’ content…
Less than weeklyWeeklyEvery 4-5 daysEvery 2-3 daysDailySeveral times / day
24
Most useful forms of content provided by professionals are: Articles, product comparisons and comments. Graphics can add flavor and make the content even more useful.
Articles
Produc
t com
paris
ons
Commen
ts
Discus
sions
amon
g foll
owers
Videos
Photos
Graphic
s
Questi
onna
ires
Tests
0%10%20%30%40%50%60%70%80%90%
100%
0
20
40
60
80
100
120
140
81% 77%71% 71% 66%
59% 59% 58% 55%
105 104 103 105 103 99110 104 101
Type of content provided by professionals that help very much & a lot
26
%Aff. vs. all urban
online users, aged 18-54
GenderMen 50% 99Women 50% 101
EducationLow 1% 67Medium 35% 105High 64% 98
Working statusActive 70% 94Not working 30% 117
Age
18-24 y.o. 18% 9925-34 y.o. 29% 8535-44 y.o. 29% 10745-54 y.o. 24% 116
Monthly personal income
No own income 18% 125< 1500 RON 41% 961501-2000 RON 18% 1132001-3000 RON 14% 89> 3000 RON 9% 78
Marital statusSingle 24% 89Married 52% 106In a relationship 24% 100
Kids under 14 y.o. In the HH
Yes 35% 114No 65% 94
Regular people’s audience consists of: men and women, with medium and high education, aged 35+, with no income or average monthly income, not working, most probably taking care of the kids in the house.
27
Regular people benefit from being present on Facebook and blogs. Other channels with good affinity that increase their number of followers are Instagram and other places, like: google search, friends, forums.
From F
aceboo
k
From B
logs
From on
line n
ewsp
aper
/ maga
zine
From on
line a
ds
From T
V
Other s
ource
s
From th
e Rad
io
From In
stagra
m
From pr
inted med
ia0%
20%40%60%80%
100%
04080120160200
67%
50% 21% 20%20% 8% 8% 7% 5%
115 10982
108
48
178
64
129
50
Regular people attract followers on .…
Google search, friends, YouTube, forums.
28
3%
15%
82%Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources
12% - Celebrities97% - Regular people29% - Professionals
5%
23%
72%
All
Content should be spread among more online sources, as regular people’s followers read content from various sources, more likely also from professionals.
29
Regular people more likely to be followed online are those that write about travelling and free time, about their life or that are interested in cooking. persons that write about their life or those that write about travelling and free time are most frequently followed.
Other
Photographers (profesional or amateur)
Persons that write about their kids and their education
Persons interested in lifestyle and fashion
Persons interested in cooking/ recipes
Persons that write about their life
Persons interested in travelling and free time
10%
29%
32%
36%
48%
51%
51%
All online regular people they follow
11%
4%
13%
13%
13%
25%
21%
Regular people most frequently followed
Persons interested in travelling and free time
Persons that write about their life
Persons interested in cooking/ recipes
Persons interested in lifestyle and fashion
Persons that write about their kids and their edu-cation
Photographers (pro-fesional or amateur)
Other Interested in: sport, DIY/
handmade stuff, spirituality, literature.
30
Other
Games
Financial institutions
Telecom
IT / software / programing
Medical services
Art &culture
Kids & their education
News/ Events
Interior design
TV, electronics
Appliances
Fashion
Mobile phones, tablets
Health/ nutrition
Food, recipes
Travelling
0% 20% 40% 60% 80% 100%
0 20 40 60 80 100 120 140
3%
14%
16%
16%
22%
23%
23%
26%
26%
27%
29%
31%
33%
36%
43%
50%
51%
128
76
61
79
68
75
86
93
75
91
84
90
102
82
93
101
107
Aff. vs. All
Follow Regular people
In line with the Regular people more likely to be followed online, areas in which they deliver useful info are: travelling, food/ recipes, health/ nutrition.
But They could also deliver useful information about mobile phones/tablets and fashion.
Topics related to appliances, devices, news, services (medical, financial) are less associated with online regular people’s useful content.
31
Regular people are being followed because they are: well informed, give correct information and try new things. They are also funny and entertaining. For 61% it really matters that these people are people like them, to which they can relate.
Well
infor
med
Correc
t infor
med
Try ne
w thing
s
Are ori
ginal
They g
rew th
rough
work
and e
ffort
Trust w
hat th
ey sa
y/ write
Are au
thenti
c
Person
s like
me
Are ex
perts
in th
eir do
main
Are fun
ny
Promote
only
the th
ings t
hey b
eliev
e in
Write
inter
estin
g life
stori
es
Can fre
quen
tly re
commen
d prod
ucts
and s
ervice
s
Are en
tertai
ning
Freque
ntly t
est p
roduc
ts an
d serv
ices
Have t
alent
for w
riting
Follow
the l
atest
trend
s
Have a
big f
ollow
ers co
mmunity
Suppo
rt soc
ial ca
uses
Keep m
e con
necte
d with
celeb
rities
' life
0%10%20%30%40%50%60%70%80%90%
100%
0
20
40
60
80
100
120
14085% 82%
74% 72%65% 63% 62% 61% 60% 56% 56% 56% 56% 53% 53% 53%
48% 44% 43% 42%
99 99 101 10693 92 97
116
84
112
96105
91
11296 98
87 9283
97
Very important & important reasons to follow regular people…
32
Actively support the causes I care for
Offer me content for my blog/ Facebook page/ etc.
Support developing online connections
Help select accurate daily news
Help to understand day to day events
Help me discover info I can later on share to others
Support their professional development
Give me a new perspective on the subjects that matter
Inform me about my interests
Encourage their hobbies
Support in understanding how products work
Entertain me
Help choose suited products
Inspire to try new things
Stay updated with my interests
0% 20% 40% 60% 80% 100%
0 20 40 60 80 100 120 140
11%
13%
15%
18%
25%
31%
32%
32%
38%
42%
45%
45%
50%
56%
64%
74
100
88
69
84
95
72
102
108
106
97
118
98
102
100
Aff. vs. All
Follow Regular people
Regular people’s impact is: helping their followers stay up to date with their interests, inspire them to try new things and helping them choose products suited to their needs.
They also offer relaxing, entertaining content.
33
Regular people are most influent on: Facebook, blogs and YouTube, whre they are being followed daily or almost daily.They also have high affinity being followed on: Instagram, Websites or newsletters.
Faceb
ook
Blogs
You
Tube
Online
newsp
apers
Forums
Online
news p
ortals
Online
mag
azine
s
Insta
gram
Goo
gle pl
us
Pint
erest
Sna
pcha
t
Other
Vine
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
20
40
60
80
100
120
140
71%59%
42%35% 35% 33% 31%
12%7% 5% 4% 1% 1% 0%
10497
114
90
109
90 85
119
8273 69
81
122
52
Follow info provided by regular people on…
Follow Regular people All
9% 9%
34% 34%
24% 27%
7%7%
15%15%
11% 7%
Follow Regular people…
Less than weeklyWeeklyEvery 4-5 daysEvery 2-3 daysDailySeveral times / day
Websites, newsletters
34
Most useful forms of content provided by online regular people are articles, product comparisons, comments and discussions among group members.
Articles
Produc
t com
paris
ons
Commen
ts
Discus
sions
amon
g foll
owers
Videos
Photos
Tests
Questi
onna
ires
Graphic
s0%
10%20%30%40%50%60%70%80%90%
100%
0
20
40
60
80
100
120
140
74% 71% 66% 64% 59% 58%52% 50%
44%
95 96 96 94 92 96 95 9082
Type of content provided by regular people that help very much & a lot
36
%Aff. vs. all urban
online users, aged 18-54
GenderMen 55% 109Women 45% 91
EducationLow 3% 165Medium 37% 110High 60% 93
Working statusActive 72% 96Not working 28% 111
Age
18-24 y.o. 24% 13425-34 y.o. 40% 11835-44 y.o. 23% 8645-54 y.o. 13% 60
Monthly personal income
No own income 17% 118< 1500 RON 47% 1101501-2000 RON 14% 862001-3000 RON 12% 73> 3000 RON 11% 97
Marital statusSingle 35% 130Married 39% 80In a relationship 26% 108
Kids under 14 y.o. In the HH
Yes 25% 81No 75% 109
Celebrities’ online audience consists of: men, with medium to high education, partly because they are still learning. They are aged 18-34, don’t work or have low personal income and are more likely still single.
37
Online celebrities attract their followers mainly from the TV. Second channel is Facebook. Other channels with high affinity are: radio and Instagram.
From T
V
From F
acebo
ok
From B
logs
From th
e Rad
io
From on
line a
ds
From on
line n
ewsp
aper
/ maga
zine
From pr
inted
media
From In
stagra
m0%
20%40%60%80%
100%
0408012016069%
57%25% 19% 15% 12% 11% 7%
170
9856
159
7946
102131
Celebrities attract followers from…
38
singers, TV hosts, actors, sportsmen and writers are the top celebrities followed online.Out of them, celebrities most frequently followed are: singers and TV hosts.
Other
Politiciens
Radio host
Fashion designers
Writers
Sportsmen
Actors
TV host
Singers
1%
10%
20%
27%
31%
32%
60%
62%
81%
All online celebrities they follow
2%4%4%6%
14%
18%
52%
Celebrities most frequently followed…
Singers
TV host
Actors
Sportsmen
Writers
Fashion designers
Radio host
Politiciens
Other
39
12%
27%
61%
Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources
88% - Celebrities27% - Regular people38% - Professionals
5%
23%
72%
All
Content should be spread among more online sources, as celebrities’ followers read content from various sources. Still, 12% consider to follow only one celebrity versus 5% from the online users that read content from only one source. Persons that follow celebrities put emphasis on social status, following besides Celebrities, most likely professionals.
40
IT / software / programing
Telecom
Games
Financial institutions
Medical services
TV, electronics
Kids & their education
Art &culture
Interior design
News/ Events
Appliances
Mobile phones, tablets
Health/ nutrition
Travelling
Food, recipes
Fashion
0% 20% 40% 60% 80% 100%
0 20 40 60 80 100 120 140 160 180 200
12%
15%
16%
16%
21%
24%
24%
25%
29%
29%
32%
38%
42%
45%
52%
57%
35
74
85
61
70
71
88
94
100
85
93
87
92
95
104
175
Aff. vs. All
Follow Celebri-ties
Fashion is the first topic for which celebrities deliver useful information.
They are also being followed when posting content on: food/ recipes, travelling and health/ nutrition.
They have little influence over content in areas related to: IT, telecom, gaming, services, appliances, kids & their education and even art & culture.
41
Celebrities are being follow because they try out new things and are entertaining. Other reasons with high affinity are: funny content, interesting life stories, updated content on celebrities life, completing info from TV with exclusive content in online, looking good and providing controversial info.
0%10%20%30%40%50%60%70%80%90%
100%
020406080100120140160180
66% 65% 64% 64% 64% 63% 63% 62% 62% 62% 60% 58% 58% 56% 56% 54% 54% 54% 54% 52% 51% 49% 48% 47% 43% 42% 38%
90
137
7590 92
126
98
74
117
91
136 133112
155
94 78
100132
97 93 82 94
100
158
127
99
124
Very important & important reasons to follow celebrities…
42
Offer me content for my blog/ Facebook page/ etc.
Support developing online connections
Actively support the causes I care for
Give me a new perspective on the subjects that matter
Help select accurate daily news
Help me discover info I can later on share to others
Help to understand day to day events
Inform me about my interests
Support their professional development
Support in understanding how products work
Encourage their hobbies
Help choose suited products
Entertain me
Stay updated with their interests
Inspire to try new things
0% 20% 40% 60% 80% 100%
0 20 40 60 80 100 120 140
8%
14%
14%
15%
17%
23%
24%
26%
32%
32%
36%
40%
45%
58%
59%
65
78
94
47
66
71
81
75
71
68
91
78
118
91
106
Aff. vs. All
Follow Celebri-ties
Following celebrities Directly influences online users to try new things, stay up-to-date with their interests. They also keep their followers entertained.
43
Celebrities influence their followers best by using Facebook, Blogs and YouTube.Additional channels with high affinity are Instagram, Twitter and Vine. Their posts are being followed daily or even more time per day.
Faceb
ook
Blogs
You
Tube
Online
mag
azine
s
Online
newsp
apers
Online
news p
ortals
Insta
gram
Forums
Goo
gle pl
us
Pint
erest
Vine
Sna
pcha
t0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
50
100
150
200
250
300
69%
54%
39%35% 33%
24%20%
18%8% 6% 6%
2% 1%
10389
105 95 8565
192
56
101 11390
257
100
Follow info provided by celebrities on…
Follow Celebrities All
15% 9%
34%34%
24%27%
5% 7%
17% 15%
5% 7%
Follow celebrities…
Less than weeklyWeeklyEvery 4-5 daysEvery 2-3 daysDailySeveral times / day
44
Best content posted by celebrities consists of: photos, videos. Secondary, they can also post product comparisons and articles.
Photos
Videos
Produc
t com
paris
ons
Articles
Commen
ts
Discus
sions
amon
g foll
owers
Questi
onna
ires
Tests
Graphic
s0%
10%20%30%40%50%60%70%80%90%
100%
0
20
40
60
80
100
120
140
71% 67% 66% 66% 63% 60% 58% 58%46%
117105
89 86 92 88104 106
87
Type of content provided by regular people that help very much & a lot